Introduction
In principle, there are two topics that monopolize the attention of this writing: environmental marketing and social responsibility. Intimately linked issues, on which it is worth reflecting, both from a critical and propositional perspective, whose fundamental objective is to encourage companies and consumers to produce and consume in a rational way while preserving the environment. In this text, the role that environmental marketing plays in companies is manifested and how environmental education helps to raise awareness, allowing consumption to be more rational. The writing was motivated by the care and environmental conservation that every generation must assume in the face of the problems suffered by the natural or environmental environment; because the opportunities and the wonder that a pollution-free environment offers us are unpredictable
Environmental marketing
The environmental issue is one of the most constant concerns in our societies; On the one hand, there is an economic conception of the human being understood as an individualist and consumer who only thinks about maximizing his own interests (always defined in economic terms) and, on the other hand, a conception of nature reduced to the status of dominance.
It is important to ask ourselves about: What and how is the human being consuming. The concept of human being and nature are based both on the economic system and on the conception of science and technology inherited from modernity. These common foundations show once again that the ecological environmental crisis is not an isolated phenomenon, but a prominent component of the global crisis of our industrial civilization and that in no case can it be studied separately from the general context.
Esto se ha traducido en un crecimiento vertiginoso de la producción y el consumo a un ritmo demasiado rápido como para permitir que la naturaleza se regenere; estamos obsesionados por poseer hasta aquello cuya posesión apenas puede concebirse; nos hemos convertido en una cultura consumista, que de forma compulsiva y cada vez más acelerada depreda la naturaleza; además, las presiones del mercado, creadas por el aumento de la población con nuevos requerimientos alimentarios y por los patrones y niveles de consumo establecidos, así como por la necesidad de penetrar y mantenerse en los mercados más rentables, han exigido incrementos de la productividad en las empresas, lo que ha llevado al uso excesivo de los recursos naturales, que han afectado la salud, el bienestar de las personas, la seguridad alimentaria, colocando los ecosistemas en peligro y por ende todos nuestros recursos naturales.
This has led companies to worry about the excessive deterioration involved in their production and consumption processes that have caused diseases and environmental damage.
Thus, some companies have initiated processes in favor of environmental quality, motivated by an important change in the model in which respect for the environment is no longer a matter of the companies' code of ethics, but a condition for the survival and success of the companies. societies and companies.
When thinking about the preservation of the environment, companies and the public in general have initiated marketing activities aimed at producing, promoting and selling products that do not harm the environment, that is, environmental marketing.
This aims towards the satisfaction of today's social needs and aspirations with the maintenance of essential environmental balances for the current and future development process itself; Likewise, it seeks the welfare of consumers, in economic growth as a result of the development of productive activities, minimizing negative impacts on the environment and providing positive ones.
This growth should make it possible to raise the quality of life of consumers through a sustainable, environmentally clean, technically approved and socially acceptable use of the base of renewable natural resources on which it is based, in such a way that it manages to satisfy current and future human needs.
Through environmental marketing today some companies have seen a market opportunity in changing consumer trends, which have characteristics such as:
1. By purchasing organic products the consumer feels that the status increases.
2. This consumer encourages companies to develop or distribute products that are healthier and more ecologically clean.
3. Look for more innovation and technology.
4. Demand that they make life easier, as it is more practical.
5. Efficiency is essential.
6. It is more rational in spending.
7. Invest in products that reward you.
8. Access to information, through technology influences their tastes.
9. Choose to buy organic products that are directed towards personal (health, relaxation, comfort, status, mental and physical balance), social and environmental well-being, looking for less toxic products, made from reusable materials.
When characterizing an ecological consumer it can be assumed that the consumer is sovereign, as described by Lambin:
1. What consumers are looking for are rewarding experiences.
It is important to clarify that the search for a personal interest is what encourages individuals to produce and work.
Rewarding experiences are the engine of growth, individual development and determine general well-being.
2. The gratifying responds to individual choices.
Individual choices vary according to tastes, cultures, value systems, etc. Under respect for the ethical, moral and social rules that a society sets itself.
3. By voluntary and competitive exchange, individuals and organizations will achieve the best of their objectives.
If the exchange is voluntary, it will only take place if the terms of the exchange are profit-generating for both parties.
By assuming that the consumer is sovereign, it is understood that individuals are responsible for their actions and for deciding what is good and what is bad for them, which is why companies seek to satisfy target markets by combining product, market, and promotion strategies. and price, designed to produce mutually satisfactory exchanges: This is what is called Marketing mix; which is used as a tool to obtain the expected response of the environmental consumer. The marketing mix from the ecological perspective can be characterized as follows:
Organic product:
Ecological products (biological or organic) are those obtained through sustainable production systems. Primary or processed products, which do not present chemical residues and whose production system protects the natural balance of the environment by not using fertilizers, growth regulating pesticides, additives, colorants, among others.
Ecological products seek to provide consumers with the best quality, and satisfy the needs of key segments of ecological consumers; It includes not only the physical unit, but the less toxic and recyclable packaging, warranty, service and recommendations for use, ecological mark (green seal), image, among others.
Product decisions must be aimed at designing a product in a way that minimizes the consumption of scarce resources and the generation of waste throughout the entire life cycle of the product, but without compromising the characteristics necessary to satisfy the current needs of the client..
Ecological price:
Set prices that provide value to the organic or organic consumer segment. Currently the price of organic products is high, since they are specialized products and their consumption is low.
Ecological promotion:
Increase awareness of environmental care in those who do not yet have this culture, and at the same time provide information, education and persuasion to specific market segments.
The objective of ecological promotion is to environmentally educate all ecological consumers and potential consumers to contribute to the generation of environmental responsibility, which contributes to a social conscience around the environment.
Square:
Make it easier for organic consumers to purchase when and where organic consumers want it, and feel comfortable.
Ecological or non-toxic products are distributed in specialized stores, such as health food stores, chain stores that care about environmental care, among others.
In view of this, the market today demands that behind the production and commercialization of products, there are good practices of social responsibility and sustainable development; This allows companies to become aware of market demands on the issue of responsibility in their actions and allows them to commit to making social investment, and help build a society that is more aware of environmental care.
In this sense, social responsibility is essential for the proper development of companies, which has led to the generation of true social actions and to contribute to sustainable development, environmental protection and responsible marketing practices.
However, Lamb defines corporate social responsibility as "The concern of the company for the welfare of society."
Another author William Pride points out that social responsibility in marketing refers to the obligation to maximize its positive impact and minimize its negative impact on society; For this author, social responsibility has four components: economic, legal, ethical, philanthropic, as expressed in the following pyramid:
Taken from: PRIDE, William. Marketing concepts and strategies. Ninth edition. Publisher: Thomson. Mexico. 1997. Page 77
As Pride highlights, the base of the pyramid is economic responsibility, which seeks the growth and profitability of companies; in such a way, as John Karakatisanis indicates: the company must generate wealth and growth. But it is also a system of internal and external social interactions, insofar as its activity is carried out with and for human beings. For this reason, social responsibility must be understood as inherent to the business, not marginally or philanthropically, but comprehensively.
Likewise, Karakatisanis indicates that social responsibility translates into all the initiatives that companies voluntarily develop to promote the development of their workers, integrate social and environmental issues into their operations and contribute to the community. It is the conviction that they and their way of operating affect others and that they develop thanks to the work of men and their contribution to the community. This gives rise to corporate social policies assumed with commitments and applied voluntarily.
In that sense, although the company must be economically profitable, it must also comply with the legal parameters of non-contamination and assume its responsibility from the ethical point of view by doing what is fair in front of society. Hence, it must be recognized that education and awareness are appropriate activities for both consumers and the company to generate long-term environmental awareness.
Environmental education
Environmental Education is an option to raise awareness among consumers and the company, since it is an educational process, aimed at forming values, attitudes, modes of action and behaviors in favor of the Environment.
In such a way that it affects daily behaviors, forming new lifestyles and consumption patterns that are sensitive to the sustainable future of our society, transforming adverse or harmful practices into productive processes and creating new social technologies that introduce the desired alternatives and elevate the quality of life of people and a social responsibility is given, on the part of consumers and companies; in such a way that it is an opportunity to link companies to the solution of environmental problems. For example:
1. Commitment of the company with social responsibility. Which should be part of the corporate mission and policies.
2. Support environmental educational programs generated by educational institutions.
3. Development of environmental education campaigns.
4. Change in production processes with trends towards zero emissions
5. Support for environmental campaigns such as: Seabed Cleaning Days on the beaches where companies, celebrities, volunteers, citizens participate; campaigns aimed at the community for the classification and separation of waste and subsequent recycling; fund-raising campaigns and the banks of rivers and streams, to promote awareness and awareness of citizens and companies with the environment.
The above will persuade consumers' minds to decide and become aware of rational consumption.
On the other hand, for companies, participation in this purpose brings great benefits:
Consumers identify them with positive aspects such as good habits or positive changes in environmental culture, reinforcing their image within the market and the environmental environment and creating ties with consumers that go beyond commercial product and customer relationships.
As such, environmental marketing is a challenge for consumers and companies to undertake solutions for the conservation of the environment and societies; Humans are inhabitants of the Earth, members of the biosphere and therefore we recognize ourselves as holders of environmental obligations and rights. Diana Velasquez 1
Bibliography
Documents consulted
DIXON, Dougal. The earth. Editorial: Circle of readers. Bogotá. 1985
LAMB, Charles. Marketing. Fourth edition. Mexico. Thomson Publishing. 1998.
LAMBIN, Jean Jacques. Strategic marketing. Mexico. Editorial Mc Graw Hill, 1995
PARAMO, Dagoberto. The phenomenon of consumption and consumerism in marketing. Barranquilla: Universidad del norte, 2004.
PRIDE, William. Marketing concepts and strategies. Ninth edition. Editorial Mc Graw Hill.
Consulted magazines
ARISTIZABAL, Eduardo. Social responsability. Money Magazine. Bogotá. No 191. October 3, 2003.
KARAKATSIANIS, Jhon. Corporate social responsibility. Good government magazine. Number 1. August 2006.
Electronic Sources
COOPERATION ON THE NETWORK
www.gloobal.net/
THE NEOLIBERAL CURRENT
www.gestiopolis.com
STUDY CARRIED OUT BY THE FEDERATION OF THE ENVIRONMENTAL FORUM
www.forumambiental.org
RE-THINKING THE ECONOMY FROM THE ENVIRONMENT AMBIENT
LAMBIN, Jean Jacques. Strategic marketing. Mexico. Editorial McGraw-Hill 1995. Pág. 2
SUSTAINABLE DEVELOPMENT: refers to the rational use (with social logic to benefit the great majority) of the natural resources of a place, taking care that they are not depleted (especially with the logic of short-term profit maximization) and future generations can make use of them as we have done, that is, without our fundamentally economic practices making the future of human life on Earth impossible.
LAMB, Charles W. Marketing. Fourth edition. Mexico. Thomson Publishing. 1998. Page 137.
PRIDE, William. Marketing concepts and strategies. Mexico. Ninth edition. Editorial Mc Graw Hill. 1997. Page 77
KARAKATSIANIS, John. In: Good Government Magazine. Corporate social responsibility a tool for market access. No.1. August 2006. Page 37
Zero emissions: it is a methodology for the implementation of generative science that tries to eliminate all the usual wastes of the industry, that is, it aims to avoid producing solid, liquid or gaseous waste in the global production process. For this, the factories must use all the raw materials involved in the production process and, if any type of waste is generated, it will be used again as raw material (either in the industry itself or in any other). Of course, the industries that decide to implement the zero emissions methodology will have to assume the investment in research that these ideas require.
